The free market should demand efficiency as things fall to the marginal cost of production. Inefficiency is punished on the free market. That being said, high quality, “resilience” (whatever that means to you in your OP), safety, and innovation are also things valued on the free market. Innovation is especially rewarded on the free market; see, entrepreneurial activity. Most firms/companies would leverage the profits from their highly profitable (efficient) main enterprise to fund internal R&D to find those innovations and bring them to market as a first mover.

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